EP343 of Profit With A Plan Podcast

Released April 21, 2026

Guest: Patrick van der Burght: Founding Member of the Cialdini Institute, Licensed Trainers, and a Certified Online Influence Specialist.

Host: Marcia Riner, CEO of infinite Profit, business growth strategist

Getting people to say yes isn't about pressure or manipulation. It's about understanding how the human brain actually makes decisions. In this episode, Patrick van der Burght, business partner of Dr. Robert Cialdini and founding member of the Cialdini Institute, reveals the science-backed principles that drive trust, influence, and ethical persuasion in sales, leadership, and client conversations. If you want better results without resorting to pushy tactics, this conversation will change how you communicate.

- How the human brain really makes decisions and why most people get it wrong

- The 7 Universal Principles of Persuasion and why they work

- Why ethics matter in persuasion and how it builds stronger relationships

- Simple strategies you can use immediately in sales and leadership

- How a single headline change increased sales by 45 percent

- The difference between System 1 and System 2 thinking in decision making

[00:00] Why pressure fails and what actually gets people to say yes

[03:05] How Patrick discovered Dr. Cialdini's work and became a licensed trainer

[13:17] The two systems your brain uses to make every decision

[17:27] The 7 Universal Principles of Persuasion explained

[34:53] How changing one headline increased Bose sales by 45 percent

[36:29] Where to learn more and start practicing these principles

Patrick van der Burght

https://ethicalpersuasion.com.au

Complimentary Lessons and Tools

https://ethicalpersuasion.com.au/complimentary-podcast-audiences/

Book: How to Hear Yes More Often

https://ethicalpersuasion.com.au

Ethical Persuasion Unlocked Podcast

https://ethicalpersuasion.com.au

LinkedIn

https://www.linkedin.com/in/patrick-van-der-burght/

Profit Booster Growth Map

https://profitbooster.biz

Marcia Riner is a business growth strategist, creator of the Profit Booster strategies, and CEO of Infinite Profit. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit Infinite-Profit.com

Profit Booster Growth Map

https://profitbooster.biz

Growth should create freedom, not more chaos.

In this episode, Marcia sits down with Damon Flowers to explore why founder-led companies often hit a ceiling and what it really takes to break through it. They unpack why more hustle, more people, and even more AI tools won’t solve the underlying issue if the business lacks the right operating system.

Damon shares how operational leverage has become the true growth engine for modern businesses, helping founders move from firefighting and founder dependency to predictable execution, stronger teams, and sustainable scale.

• Why founder-led businesses hit a growth ceiling • What operational leverage really means in practice • Why more AI tools won’t fix broken systems • How to move from heroic effort to team execution • The shift from operator to CEO leadership • Why your inner game drives outer business growth

00:00 Why growth starts creating chaos 03:35 The founder bottleneck problem 07:50 What operational leverage really means 12:40 Why AI fails without the right foundation 17:20 Moving from firefighting to leadership 22:45 Building predictable execution at scale 27:10 The inner game behind sustainable growth

Modern Operators https://modernoperators.com

Profit Booster® Growth Map https://profitbooster.biz

Infinite Profit® https://infinite-profit.com

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

📞 Questions? Call (949) 229-2112 or visit InfiniteProfitConsulting.com

💰 Profit Booster® Growth Map Helping business owners turn strategy into action that drives profitable growth. 👉 Get your free Growth Map at https://ProfitBooster.biz

🎧 Never Miss a Profit-Driving Strategy Subscribe to Profit With A Plan on Apple Podcasts, Spotify, or your favorite platform.

Most business owners assume slow growth means they need more leads, more traffic, or more marketing. But what if the real profit gap starts after the client says yes?

In this episode, Marcia sits down with Bradley Rausch to unpack what really drives profit after the sale. From the first 72 hours of onboarding to referrals and earned ascension offers, this conversation reveals how to make every client relationship more valuable without increasing ad spend.

• How to tell if you truly have a lead problem • The Four Sales framework for backend profitability • What must happen in the first 72 hours • How to reduce quiet churn and buyer regret • A referral system that creates consistent word-of-mouth • How to offer the next step without feeling pushy

00:00 Why more leads may not be the real answer 03:15 The Four Sales every business needs 08:40 What happens in the first 72 hours matters most 14:20 How poor onboarding hurts profit 20:05 Turning client wins into referrals 26:30 What earned ascension really looks like 32:10 How to increase client lifetime value

https://bradleyrausch.com

https://profitbooster.biz/growthmap

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit Infinite-Profit.com

💰 Profit Booster® Growth Map Helping business owners turn strategy into action that drives profitable growth. 👉 Get your free Growth Map at https://ProfitBooster.biz/GrowthMap

🎧 Never Miss a Profit-Driving Strategy Subscribe to Profit With A Plan on Apple Podcasts, Spotify, or your favorite platform.

EP340 Profit With A Plan Podcast

Released 3/24/26 Guest: Jay David, Founder of Do Business Better

Host: Marcia Riner CEO of Infinite Profit®, business growth strategist

Sometimes your business looks fine on the surface, but underneath, something isn’t working. Margins are tight, problems keep repeating, and growth feels heavier than it should.

This conversation breaks down how to recognize those signals early, uncover what’s really causing the issues, and fix the root problems before they turn into bigger setbacks.

• The early warning signs your business needs a turnaround
• Why recurring problems matter more than one-time issues
• How to identify root causes behind cash flow and performance issues
• The role of leadership, communication, and team feedback in fixing problems
• How pricing, capacity, and cost structure impact profitability
• Why most businesses misread their numbers and make poor decisions

[00:00] When your business feels off but you can’t explain why [06:00] The real signals that a turnaround is needed [08:30] How to uncover root problems inside your team and operations [10:00] Why quick wins help reset momentum in a struggling business [18:00] Pricing mistakes that quietly kill revenue opportunities [30:00] Using break-even analysis to make smarter business decisions

https://dobusinessbetter.com

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit Infinite-Profit.com

💰 Profit Booster® Podcast Monetization Hub Turn your interviews into a client-generating machine without adding more work to your plate. 👉 Learn more at ProfitBoosterPod.com

📈 Profit Booster Growth Map See the 3 moves to grow revenue and plug profit leaks fast. 👉https://ProfitBooster.biz/GrowthMap

🎧 Never Miss a Profit-Driving Strategy Subscribe to Profit With A Plan on Apple Podcasts, Spotify, or your favorite platform.

EP338 Profit With A Plan podcast

Release date March 3, 2026

Guest: Paloma Goggins is a business attorney, M&A consultant, and transition coach. Ans the founder of Nocturnal Legal

Host: Marcia Riner, Business growth strategist and CEO of Infinite Profit®

If your business stopped tomorrow, could it run without you, or would everything stall? Marcia sits down with Paloma Goggins, business attorney, M&A consultant, and founder of Nocturnal Legal, to break down what actually makes a company valuable to a buyer. You’ll learn how founder dependency, missing contracts, and messy documentation quietly kill leverage, and what to do now so you have options later.

• How founder dependency lowers value and turns a business into a “glorified job”

• Why “certainty on paper” changes how buyers price risk

• The due diligence gaps that stall deals and chip away at valuation

• How contracts protect revenue now and reduce earn-outs later

• A simple way to identify what only you should do, and what to offload

[00:04] The core question: can the business run without you? [00:03] Why exit planning should start on day one [00:04] Due diligence explained: buyers “dig around” for risk [00:05] Buyer wants, seller needs: how leverage gets chipped away [00:06] Optionality matters: selling because you have to costs you [00:10] The “paper story” your financials and records tell buyers [00:11] Three buckets of founder tasks: keep, offload, systemize [00:14] The delegation fallacy that keeps you stuck doing everything [00:15] The buyer’s top turnoff: buying your job [00:18] Handshake deals, revenue risk, and why buyers push earn-outs [00:21] Key employees: the risk of “not on paper” relationships [00:22] A real deal story: why key employee agreements matter early [00:28] The real payoff: making the business enjoyable to run now [00:30] Paloma’s founder dependency quiz and next steps

https://nocturnalegal.com https://www.instagram.com/nocturnalegal

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit https://Infinite-Profit.com

🚀 Profit-Driven Resources Profit Booster Growth Map See the 3 moves to grow revenue and plug profit leaks fast. https://ProfitBooster.biz/GrowthMap

🎧 Never Miss a Profit-Driving Strategy Subscribe to Profit With A Plan on Apple Podcasts, Spotify, or your favorite platform.

EP337 of Profit With A Plan Podcast Released February 17, 2026

Guest: Rob Genovesi, brand strategist and founder of Build Strong Brands Host: Marcia Riner, CEO Infinite Profit® and business growth strategist

If your marketing looks professional but still isn’t bringing in the right clients, your brand may be invisible for reasons you can’t see. Brand strategist Rob Genovesi breaks down why jargon, vague messaging, and trying to sound “bigger” push buyers into indecision. This conversation will help you get clear on who you serve, what makes you different, and how to become the name people remember when they finally decide to buy.

• Why “polished” marketing can repel the clients you actually want

• How fear and ego quietly sabotage clear, magnetic brand messaging

• The real definition of a brand (and why it’s not your logo)

• When brand strategy matters, and when you need sales first

• How niching reduces buyer indecision and increases conversion

• Why branding is the long game that makes marketing work faster

[00:05] Polished marketing, invisible brand: what’s really going wrong [03:24] Rob’s shift from corporate design to strategy-first branding [05:40] Brand strategy explained: market, problem, solution, differentiation [07:06] When you do not need branding yet (and what you need first) [12:54] Brand as a decision lens: clarity, speed, and lower marketing spend [14:06] Attraction and repulsion: why great brands pick a side [16:17] Your real competition is inaction, not “the other guy” [18:27] Words first, design last: why you can have a brand without a logo [29:07] The 10pm moment: how brands get remembered when buyers decide [31:26] Rob’s free book gift and where to connect

Rob’s free digital book: https://buildstrongbrands.com/freebook

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit https://InfiniteProfitConsulting.com

💰 Profit Booster® Podcast Monetization Hub Turn your interviews into a client-generating machine without adding more work to your plate. https://ProfitBoosterPod.com

📈 Profit Booster Growth Map Get your free Growth Map and see the top moves to increase revenue and plug profit leaks. https://ProfitBooster.biz/GrowthMap

🎧 Never Miss a Profit-Driving Strategy Subscribe to Profit With A Plan on Apple Podcasts, Spotify, or your favorite platform.

EP336 Profit With A Plan Podcast

Released, February 10, 2026

Guest: Kristin Zhivago, CEO of Zhivago Partners, a revenue growth services firm.

Host: Marcia Riner, CEO of Infinite Profit® a business growth strategist

If your marketing sounds right but sales feel harder than they should, there’s a good chance friction is sneaking into your buying process. In this episode, Marcia talks with Kristin Zhivago about why branding is a promise, and how your revenue rises or falls based on whether customers feel that promise is kept. You’ll hear why customer interviews beat assumptions every time, and how a small handful of conversations can reveal the real reasons people buy.

• Why branding is the promise marketing makes on your company’s behalf • How buyer mindset shapes the messages and channels that actually work • Where “sales stoppers” show up right when buyers are ready to say yes • Why surveys often confirm assumptions instead of revealing truth • How 5–7 customer interviews can uncover patterns you can act on • How scrutiny level changes the buying journey and your marketing approach

[00:07] Marketing is a promise, and your brand keeps or breaks it [03:04] What “sales stoppers” are and how they slow down buyers [04:28] The weight-loss paradox: everyone knows, few actually do it [06:11] Branding defined: promises made vs. promises kept [08:34] Buyer mindset framework: desires, concerns, questions [13:23] Why surveys fail: assumptions turned into questions [14:00] Why AI can’t replace real customer interviews yet [16:28] Why founders should not interview their own customers [17:37] How long interviews take and why 30 minutes works [19:11] How to anonymize feedback and spot bankable trends [22:17] What to do if you don’t have customers yet [26:06] The 4 scrutiny levels that change how people buy [31:01] The real job: make it easier for customers to buy [33:06] “Amazon expectations” and what buyers now demand

https://ZhivagoPartners.com https://ZhivagoPartners.com/mindsetguide

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more, whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

Questions? Call (949) 229-2112 or visit https://InfiniteProfitConsulting.com

💰 Profit Booster® Podcast Monetization Hub Turn your interviews into a client-generating machine without adding more work to your plate. https://ProfitBoosterPod.com

📈 Profit Booster Growth Map Get your next 3 moves to drive profitable growth. https://ProfitBooster.biz/GrowthMap

🎧 Never Miss a Profit-Driving Strategy Subscribe to Profit With A Plan on Apple Podcasts, Spotify, or your favorite platform.